Reference groups

Reference groups are groups that serve as sources of comparison, influence, and norms for peoples’ opinions, values, and behaviors. These include such as:
a) your family (which may be considered the most important as you learned and developed knowledge and skills from),
b) your culture/subculture,
c) your social groups (friends, co-workers, memberships), or
d) celebrities you admire (i.e., symbolic groups, whose lifestyle or image you may aspire to have).
Discuss how each of these reference groups has influenced your purchases.
Indicate whether its influence is comparative or normative (or possibly, both) and explain your answers.

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